Ambitions were high when Almere unfolded the plans for the Floriade. The municipality wanted to show that it is ‘a green metropolis’. More than 2 million paying visitors were expected. The city would even earn from it. Those promises were not based on the experiences at previous Floriades. The one in Venlo in 2012 closed with a loss of 5.5 million euros, Haarlemmermeer in 2002 with 8 million and Zoetermeer in 1992 with 5 million. Local politicians seem to get their heads turned over and over by clever marketers.
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